The Right Social Media Strategy for Your Small Retail Store

With an average of more than 20 years of experience, CNA Risk Control professionals drive a program of systematic, sustainable risk control solutions designed ... Skiptomaincontent AboutCNA CorporateResponsibility Locations Management Newsroom VendorManagement Careers InvestorRelations PayMyBill Contact Industries Products&Solutions RiskControl ClaimCenter FindanAgent AgentLogin Industries Weprovidedeepexpertise,attentiveserviceandtailoredbusinessinsurancesolutionstohelpmanageexposuresandminimizelossacrossawidearrayofindustries. 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ReadMore> Tools&Services PrepWise AlliedVendors LawyersAlliedVendorProgram BeyondHR eTalks Education SORCE CNABlog-FromtheExperts ViewAllRiskControlResources Industry&ProductCapabilities> AgentLoginSecurelogins,publicresources-everythingyouneedtoquicklygettotheinformationyouneed. CNACentral AgentCenter CNALawyersInsurancePortal CNASurety.com eSight {} hiddenheader WebContentViewer(JSR286) /web/wcm/connect/20613455-673e-4ba2-bd9c-2a1d5499e748/SB-LandingPage-Nicole1-RightSocialMediaStrategy.jpg?MOD=AJPERES BuildYourBrandTweetbyTweet Socialmediaisamarketer'sbestfriend,butcreatingabrandpresenceonsocialmediaalsocanbeprettydaunting.WitharecentstudyfromDeloittereportingthat47percentofmillennialsareinfluencedbysocialmediawhenmakingapurchasedecisionand19percentofnon-millennialsareinfluencedbysocialmediaduringapurchaseprocess,ignoringthisvaluablemarketingavenueisnottherightapproachforanyretailer. Facebook,YouTube,InstagramandTwittereachcanaddvaluetoyourbrand,helpattractandretainqualitycustomersandbuildacompellingonlinepresencethatmirrorstheuniquepersonalityofyourone-of-a-kindretailstore. Facebook UnlessyourbrandcaterssolelytoaGenerationZ-and-youngeraudience,Facebookmarketingisanecessity.Afterall,youcan'thaveasocialmediamarketingstrategywithoutapresenceonthelargestsocialmedianetworkintheworld.Incomparisontoothersocialnetworks,however,marketingonFacebookisrelativelylowmaintenance.SinceFacebookpostsstickaroundonyourtimeline,youdon'thavetoworryaboutschedulingyourpostsexactlywhenyourtargetaudienceisonline,somethingothersocialplatformsdemand. YouTube Videocontentisthefutureofmarketingforbusinessessmallandlarge,helpingtomakeYouTubeoneofthemostimportantsocialmediaavenuesforretailerstofocustheirenergy.Infact,accordingtoHubSpot,48percentofmarketersintendtoaddYouTubetotheircontentstrategyinthenextyear.Areyouamongthem?Throughvideo,retailerscanofferproductknowledgeinsight,providestoretoursandshareupdatesonbest-sellingitems,newdeliveriesandmuchmore. Beforeyougetintimidated,however,withbeingoncameraorhavingtoaddonemorethingtoyourto-do-list,knowthatcustomersprefervideosthatare30secondsorlesswithamaximumvideotimeoftwominutes.PostingfrequentvideosonYouTubeisagreatwayforyoutointroduceyourself,yourstoreandtheproductsyouselltoyourvideo-consumingaudiencewithouthavingtoinvesttoomuchtime,effortordollars.Ifvideostillisn'tforyou,considerhowoneofyouremployeesmayexcelinhelpingyouwithyourvideoefforts—especiallywhenyoufactorinthatusingsmartphonestofilmcanbeaseasyas1,2,3. Instagram Thinkofyourcompany'sInstagramasadigitalstorefront.OnInstagram,you'resellingyourbrand'slifestylejustasmuchasyou'resellingtheproducts.Thesceneryinyourphotosshouldreflectthecollectivevibeyouwantyourstoretoportray—whetherthisincludesmodelshighlightingtheproductyousellorbeautifulnaturescenesthatalignwithyourstore'snature-inspiredinventory.Tohelpdeterminethelifestyleyoushouldbemarketingwithyourbrand'ssocialmediapresence,you'llneedtogobeyondbasicconsumerdata.Instead,takeanin-depthlookatwhattypeofimagery,activities,looksanddestinationsappealtoyourcorecustomerbase. AsyoureflectonstrengtheningyourInstagram,rememberthatwhatworksforInstagramdoesn'tworkforFacebookorTwitterthesame.It'simportanttoconsidereachoftheseavenuesastheirownentityversusautomatingwhatissharedbetweeneachofthem. Twitter Twitterhasoftenbeenhailedas"thegreatequalizer"ofsocialmediabecauseitprovidesanopportunityforindividualsandcompaniesofallsizestostartadiscussionwiththebiggestnamesinbusiness.ThegreatestchallengefornewTwitterusersisusuallyintryingtokeeptheirpostsunderthecharacterlimit,buttheopportunitytogrowyourbrandandhaveapublicdialoguewithyourcustomersmakesTwitterfarworththeinitialeffort.  Likeanyothermajorsocialmediaplatform,Twitterusersaremostresponsivetopostswhenthey'reaccompaniedbyhigh-qualityimageryorstrongcontent—orboth.Thisdoesnotmeanyouneedtouniquelycreatetheimagesorcontent,however.OnTwitter,sharingotherscontentorpostinganarticlefromafavoritelifestylewebsitethatalignswithyourconsumeraudienceisamongthebestwaystogrowandkeepyourTwitterfollowers.TofurtherincreaseyourTwitterengagement,besuretocommunicatewithothersviaTwitterandencourageconversationamongyourfollowers,aswell.Askquestions,answerquestionsandmakesuretocheckdaily.Twitterisadestinationforcustomerstoturntowhentheyhavequestionsandwantthemansweredfast. SocialMedia101forRetailers Socialmediaispartoftheomnichanneljourneyconsumersmakewhennavigatingpurchasedecisions,thereforeit'scriticalforretailerstohaveaclearavenuetoapointofpurchasefromeachsocialmediasitetheyvisit.ThisshouldincludeavisibleURLlinktoyourmainwebsiteaswellashyperlinkstolandingpagesthatleadcustomerstomakepurchases—evenifyoudon'tsellanythingonline.Directingcustomerstoacontactpagethatincludesyourstoreaddressandcontactdetailsisalsoavaluableplacetodirectconsumerstoapurchase.Additionally,makesureyourbrandingisconsistentacrosseachsocialmediaplatforminordertostrengthenyourentirebrandexperience. FindmoreideastostrengthenyourcustomerrelationshipinCNA's2018GuidetotheNewRealitiesofSmallRetail.   FromtheAuthor NicoleLeinbachReyhleistheFounderandPublisherofRetailMinded.com,anindustrypublicationthathasbeenrecognizedworldwideforitsleadingretailinsight.Withacoreconcentrationonindependentretailersandsmallbusinesses,ReyhleisafrequentguestandcontributortovariousmediaoutletsthatincludeTheTodayShow,ForbesandcountlessB2Bpublications.Additionally,ReyhlehasbeenthespokespersonforAmericanExpress'sSmallBusinessSaturdaysince2014andistheauthorofthebookRetail101:TheGuidetoManagingandMarketingYourRetailBusinessfromMcGraw-Hill.ReyhlewritesregularlyasaretailthoughtleaderforvariousindustryresourcesthatincludeEntrepreuner.com,Fiverr.com,Forbes,IBMandmore,aswellashavingtaughtRetailManagementatColumbiaCollegeforeightyearsaspartoftheiradjunctfaculty.ReyhleisalsotheCo-FounderoftheIndependentRetailerConference.LearnmoreaboutReyhleatRetailMinded.com. Disclaimer ThepurposeofthisGuideistoprovideinformation,ratherthanadviceoropinion.Itisaccuratetothebestoftheauthor'sknowledgeasofthedateofpublication.Accordingly,thisGuideshouldnotbeviewedasasubstitutefortheguidanceandrecommendationsofaretainedprofessional.Anyreferencestonon-CNAwebsitesareprovidedsolelyforconvenience,andCNAdisclaimsanyresponsibilitywithrespecttosuchwebsites. TotheextentthisGuidecontainsanyexamples,pleasenotethattheyareforillustrativepurposesonlyandanysimilaritytoactualindividuals,entities,placesorsituationsisunintentionalandpurelycoincidental.Inaddition,anyexamplesarenotintendedtoestablishanystandardsofcare,toserveaslegaladviceappropriateforanyparticularfactualsituations,ortoprovideanacknowledgementthatanygivenfactualsituationiscoveredunderanyCNAinsurancepolicy.Pleaserememberthatonlytherelevantinsurancepolicycanprovidetheactualterms,coverages,amounts,conditionsandexclusionsforaninsured.AllCNAproductsandservicesmaynotbeavailableinallstatesandmaybesubjecttochangewithoutnotice. 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